U.S. Open Stars Juggle Preparation With Publicity

Nike organized street tennis for Maria Sharapova, Roger Federer and others in the meatpacking district. Tommy Hilfiger opted for strip tennis with Rafael Nadal in Bryant Park. Delta Air Lines held a celebrity karaoke night with Serena Williams near Times Square. And American Express staged what it called a “hydro-interactive tennis experience” featuring Ms. Sharapova along the Hudson River.

The matches might start next week, but the action was going full tilt this week for elite players in the United States Open and the brands they represent. Held in the nation’s media capital and attracting an upscale audience, the Open has always been a coveted event for companies promoting their products,…